“I’m going to say that the dollar figure is somewhere in the millions for the amount of time that we’ve had on the air for that,” Gundy said Tuesday during his news conference at Big 12 media days.

“We need to get our brand out there at Oklahoma State,” Gundy said. “If you look back it, you say, ‘What did you get out of it?’ Well, OK, all of that happened at a time when nobody was talking about Oklahoma State football. Nobody was talking about college football, but our brand was out there all across the country.”

Apparently, Oklahoma State actually did do a full-fledged marketing strategy surrounding Gundy’s mullet.

Gundy credited the Oklahoma State employees for their ideas on how to promote him and his hair, which he recently trimmed.

“I get credit for it, because I’m the fool that stands up there and does it,” Gundy said. “But they’re the ones that think of it.”

Gundy’s estimate is in no way scientific, and it’s probably a bit on the high end. But regardless, far more people than usual were talking about Oklahoma State football this offseason, and in a conference that includes Texas and Oklahoma, any publicity is good publicity, as Gundy knows far too well.

About Kevin Trahan

Kevin mostly covers college football and college basketball, with an emphasis on NCAA issues and other legal issues in sports. He is also an incoming law student. He's written for SB Nation, USA Today, VICE Sports, The Guardian and The Wall Street Journal, among others. He is a graduate of Northwestern University.